Michelle Serra
Los Angeles,CA
Summary
Resourceful professional with proven management experience in ads, streaming, domestic and international projects, with the ability to lead the direction-setting, discovery, roadmap, prioritization, requirements, launch management, shaping product strategies based on targeted audiences, assessment of product key metrics, and interdependencies across digital business. Accountable for product and people’s performance, successfully evidencing the continuous passion for innovating new technologies to make things better, faster and more convenient, delighting customers by achieving results beyond expectations.
Overview
9
9
years of professional experience
Work History
Sr. Technical Ads Product Manager
Amazon IMDb
08.2022 - 01.2024
- Led multiple ad product for IMDb multiple platforms, strategically managing the product roadmap to create new innovative ways to delight the customers.
- Defined new opportunities with continuous collaboration with cross-functional teams, including sales, marketing, editorial, creative, and development, to expand user reach and generate incremental value.
- Shipped new ad products, domestically and across regions in the US, Canada, and Denmark, that onboarded about 10 new clients, and led to increased revenue streams.
- Leveraged tools such as SQL to extract tracking metrics, and monitor ad performance.
- Worked closely with marketing team to create effective go-to-market strategies for new products or services.
Sr. Product Manager
Paramount
07.2020 - 08.2022
- Drove the long-term Paramount+ and CBS apps roadmap, constantly iterating to respond to new opportunities, and business needs while creating innovative initiatives with high impact, having shipped features in Live TV, News Hub, new Subscription flows, Skip Intro, Skip ads, among other integrations.
- As a result, Paramount+ | Watch Live Sports, News & Originals has been selected for the Google Play Best of 2021 awards in the US market as users app’s choice.
- Led 4 agile teams and product portfolios using scrum methodology, with 15 talents each, while overseeing a team of 3 proficient product managers.
- The quarterly Global Streaming revenue surpassed $1 Billion, driven by strength in subscriptions and live tv flows – have been achieved 79% YoY growth in streaming subscription revenue.
Sr. Digital Product Manager
Guitar Center
10.2019 - 07.2020
- Led IT partners to drive e-commerce product strategies and roadmaps. Managed a small team of UX/UI creatives and developers, within an Agile framework, representing the voice of customer to define business priorities.
- This emphasis on innovation led to the seamless integration of mobile features, along with Adobe Analytics integration for comprehensive user metric tracking, leading to the successful delivery of pivotal features like Curbside pickup, push notifications, and streamlined purchase flows, culminating in an impressive 10% boost in app revenue within a year.
Sr. Program Manager
FOX - Honored with Fox Award
06.2018 - 10.2019
- Honored with Fox Award, in recognition of outstanding performance and results.
- Directed the Fox Nation SVOD D2C product, ensuring seamless delivery across multiple platforms including Smart TV, Web, iOS, and Android (In App Purchase), resulting in the acquisition of approximately 250k new subscribers in all platforms combined on the first day of the pre-sales launch, more than anticipated.
- Formulated comprehensive roadmaps, project plans, and conducted risk assessments, ensuring project readiness and orchestrating successful product launches, having led 3 (three) software engineering teams to build MVP for the Subscriber Management System (SMS) and payment gateway, crucial components of the Fox Nation D2C project, and Fox News Shop e-commerce site.
- Integrated robust metrics utilizing advanced analytics tools, enhancing data-driven decision-making processes.
- Increased service scores by 20% for supported operational areas by facilitating training and communication on key topics.
Sr. Product Manager
Sony Pictures
12.2016 - 06.2018
- Formulated data-driven models and analytical frameworks to assess business performance, identify opportunities for growth, and respond to emerging trends.
- Leveraged tools such as Adobe, and SQL to extract actionable insightsSuccessfully managed and delivered 18 SVOD international projects with small telco carriers (MVPD) for Sony Crackle Latam in collaboration with development and QA teams.
- Demonstrated a track record of meeting aggressive and intricate project milestones while consistently surpassing customer expectations.
- Leveraged insights that improved the product, and drove product performance against identified KPIs, resulting in 20% MoM increase of the unique visitors to the omni-channel.
- Managed the product strategy, and roadmaps, steering the evolution of international streaming products to address evolving market dynamics and competitive landscapes, successfully launching different key features like embedded player, and asset ingestion, while managing 2 product managers.
- Drove the new process for quality assurance, prioritization of tasks, and bugs remediation leading to efficiency improvements up to 30% in 2 quarters, besides reducing operational costs by 10%.
Sr. Product Manager
Walt Disney Studios
06.2015 - 12.2016
- Spearheaded the execution of business adoption and change management initiatives, while assessing the impact of solutions on the business landscape, and upholding quality standards and streamlining processes through automation, which led to reduction in operational costs by 13% YoY.
- Managed product priorities, roadmap plans, and requirements.
- Managed 2 (two) teams of development and QA, in-house, and outsourced vendors.
- Leveraged data-driven insights to inform product prioritization decisions, effectively supporting the overall product strategy, extracting metrics data thru SQL queries and Tableau.
- Led execution of products and system sustainment in the direction of increased efficiency and revenue generation, and development of Disney brand, with 80% YoY elimination of the system bugs.
Education
Master of Science - IT Management
Universidade Cândido Mendes
Bachelor of Science - Computer And Information Sciences
Pontifícia Universidade Católica PUC/RJ
SAFe
CSPO
Skills
Product Management Program ManagementDigital Products International Products APIsLeadership Strategy Roadmap PrioritizationUser Research Agile JIRA Confluence CMSSAFe for Product and Teams CSPO SQL SDLCSVOD VOD Live TV Linear Launch ManagementConviva, Adobe, Tableau Vendor ManagementMonetization Streaming E-Commerce
Timeline
Sr. Technical Ads Product Manager
Amazon IMDb
08.2022 - 01.2024
Sr. Product Manager
Paramount
07.2020 - 08.2022
Sr. Digital Product Manager
Guitar Center
10.2019 - 07.2020
Sr. Program Manager
FOX - Honored with Fox Award
06.2018 - 10.2019
Sr. Product Manager
Sony Pictures
12.2016 - 06.2018
Sr. Product Manager
Walt Disney Studios
06.2015 - 12.2016
Master of Science - IT Management
Universidade Cândido Mendes
Bachelor of Science - Computer And Information Sciences
Pontifícia Universidade Católica PUC/RJ
SAFe
CSPO
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